This document discusses how Action Sealtite, a B2B company selling hoses and couplings, developed a content marketing strategy using data-driven insights. It outlines how they set objectives aligned with business goals, analyzed internal and external data on content performance, keywords, and customer questions to identify top opportunities. They also addressed internal objections to content marketing. The strategy involved launching new content formats targeted at their business demographic and measuring performance over time to refine the approach. The key takeaways emphasized setting measurable goals, choosing tactics based on data and collaboration, and continuously reviewing results to provide value to customers.

1. CONTENT MARKETING
FOR B2B:
DATA-DRIVEN IDEAS.

2. SO WE
NEED
TO
FOCUS
ON…
CARLA NADIN
MARKETING MANAGER
ACTION SEALTITE.
HANNAH THORPE
HEAD OF SEO STRATEGY
FOUND.
WHO
WE
ARE.

3. THE ACTION SEALTITE BRAND.
B2B BUSINESS; HOSES
& COUPLINGS.

4. THE ACTION SEALTITE BRAND.
• 30 YEAR OLD BUSINESS.
• FAMILY BUSINESS AT ITS INCEPTION.
• DEMOGRAPHIC TYPICALLY 50YRS OLD
MALE.
• TRADITIONALLY NOT DIGITAL SAVVY
AUDIENCE.

5. THE ACTION SEALTITE BRAND.
• ECOMMERCE CHANNEL 3 - 4YRS.
• DIGITAL SEES SHIFT IN MARKET PLACE.
• CHANGING DEMOGRAPHIC.
• TACTICS NEEDED TO EVOLVE.

6. SETTING OBJECTIVES.

7. THE PROCESS OF A SUCCESSFUL
CAMPAIGN.
SET
OBJECTIVES RESEARCH LAUNCH
UNDERTSAND
THE
CHALLENGES
COMBINE
DATA WITH
CREATIVITY
MEASURE
AND
REPEAT

8. SETTING OBJECTIVES.
• WHERE ARE WE NOW?
• WHERE DO WE WANT TO BE?
• HOW ARE WE GOING TO GET THERE?
• HOW DO WE KNOW WHEN WE HAVE ARRIVED?

9. ALIGNING BUSINESS GOALS AND
OBJECTIVES.
STRATEGYOBJECTIVES TACTICS
BUSINESS
GOALS

10. SO WE
NEED
TO
FOCUS
ON… RANK.
TRAFFIC.VALUE.
REVENUE.
SET
TANGIBLE
GOALS.

11. UNDERSTAND CHALLENGES.

12. CREATING EXCITING CONTENT IN
A DULL INDUSTRY.
• SECTOR HAS LOW DIGITAL PROMINENCE.
• NICHE TOPICS CREATES LIMITED SCOPE.
• TARGET AUDIENCE NOT PROACTIVELY
SEEKING CONTENT.
• LIMITED PUBLICATIONS TO GAIN
COVERAGE.

13. INTERNAL OBJECTIONS TO
CONTENT.
WHAT IF IT
DOESN’T
WORK?
WE’RE SELLING TO
BUSINESSES,
THEY’RE TOO BUSY
FOR CONTENT
WE DON’T HAVE
TIME WHEN THERE’S
MORE IMPORTANT
WORK?
OUR MARKET SIZE
IS TOO SMALL
TRADITIONAL
MARKETING &
CALLING
CUSTOMERS WORKS
FINE

14. ENSURE STAKEHOLDER GOALS
ALIGN.
• SHARING VITAL INFORMATION ACROSS THE
COMPANY.
• CAPACITY WITHIN SMALL TEAM AT ACTION.
• PROJECT MANAGEMENT ACROSS THREE
PARTIES.

15. SO WHY DID WE
BOTHER?

16. DIGITAL CONTENT HAS SO MANY
ADVANTAGES.
• MEASURABLE.
• DATA-DRIVEN RESEARCH.
• WIDER REACH AT A LOWER COST.

17. RESEARCH.

18. COMBINING
DATA POINTS.
• INTERNAL DATA.
• PERFORMANCE DATA.
• KEYWORD RESEARCH.
• COMPETITOR RESEARCH.
• Q&A MINING.

19. WHAT
WE
ARE
GOING
TO
COVER.
ZENDESK
DATA.
OTHER
DEPARTMENTS.
INTERNAL
DATA FOR
CUSTOMER
FOCUS.
CUSTOMER
SUPPORT
TEAM.

20. EXISTING CONTENT PERFORMANCE.
PAGE PAGE VIEWS
/news/how-to-tell-if-a-valve-is-open-or-closed 8,891
/information-centre/t6-heat-treatment/t6-heat-treatment 2,715
/information-centre 1,817
/news/how-to-measure-ibc-container-fittings 1,314
/news/2018/February/six-fittings-for-an-ibc-tank 400
/information-centre/ibc-fittings/ibc-connectivity 329
/information-centre/our-complete-product-catalogue/full-product-catalogue 300
/information-centre/camlocks-fittings/camlock-gasket-seals 199
/news/11-critical-reasons-why-you-should-use-safety 186
/information-centre/camlocks-fittings/snaplock-camlocks-parts 185

21. SEARCH VOLUME.
KEYWORD KEYWORD TYPE AVG. MONTHLY
SEARCHES
Powerflex Stocked Brand 2,900
TST Stocked Brand 2,400
Alco Stocked Brand 1,600
Camlock Camlock Fittings 1,600
Power Flex Stocked Brand 260
Tri Clamp Hygienic Fittings 260
Hydraulic Hose Fittings Hose & Assemblies 140

22. WHAT
WE
ARE
GOING
TO
COVER.
IDENTIFY TOP-
PERFORMING
CONTENT.
IDENTIFY
CONTENT
FORMATS.
KEYWORD
ANALYSIS.
COMPETITOR
RESEARCH.

23. Q&A SCRAPING.
• WHAT ARE THEY INTERESTED IN?
• WHAT ARE THEY SEARCHING FOR?
• WHERE ARE THEY SEARCHING FOR IT?

24. ANSWER BOX ANALYSIS.
• UNDERSTAND
LONGTAIL SEARCHES.
• DEVELOP LANDING
PAGES.
• ASSESS WHY THEY
RANK.

25. LOOK FOR SECOND PLACE
EXCLUDE THE ANSWER
BOX DOMAIN TO SEE IF
THERE’S A HIGH
COMPETITION FOR
THAT TYPE OF RESULT.

26. SITE SEARCH.
• SITE:QUORA.COM
“CAMLOCK”
• EXPORT WITH
DATAMINER.
• TAG & SEE TRENDS.

27. ANSWER THE
PUBLIC.
• SEE WHAT QUESTIONS
PEOPLE ARE SEARCHING FOR
• IDENTIFY RELATED SEARCHES

28. COMBINE DATA AND CREATIVITY.

29. START WITH WHY.
START EVERY MEETING BY RE-
AGREEING WHY CONTENT AND
WHY DIGITAL.
REAFFIRMING BUY-IN FROM
EVERYONE IN THE ROOM.

30. SETTING A CLEAR AGENDA.
• WHY
• DATA EXPLANATION
• CORE FINDINGS
• INITIAL IDEAS TO
DEVELOP
• AGREE A PLAN OF
ACTION TO
PROGRESS

31. BUILD AN AUDIENCE PERSONA.
I’m Jim, 35 years old and
currently work in logistics;
one of my goals is reducing
waste in our production
process so I need the best
solution on the market to
prevent leaks.
RELATE EVERYTHING BACK TO
YOUR AUDIENCE,
UNDERSTAND THEIR:
• AIMS
• TASKS
• INFLUENCES
• PAIN POINTS
• FEELINGS

32. LAUNCH.

33. THE FINAL CONTENT PIECE.

34. WHAT
WE
ARE
GOING
TO
COVER.
DOMAIN
AUTHORITY.
TRUST FLOW
SCORE.
CITATION FLOW
SCORE.
RELEVANCY TO
BRAND.
OUTREACH
CRITERIA.

35. MEASURE AND REPORT.

36. MEASURE & REFINE.
• HOW DO WE KNOW WE HAVE ARRIVED?
• WE SET SMART OBJECTIVES THAT WERE MEASURABLE AND PROVIDED
OUR CAMPAIGN WITH KPIS
• ‘EVERGREEN CONTENT’ - ONE MONTH, THREE MONTH & SIX MONTH
REVIEW
• HAVE WE UNCOVERED OPPORTUNITIES TO DEVELOP THIS FURTHER
FOR NEW MARKETS/AUDIENCES?
• ARE THERE MORE PRODUCTS TO ADD?
• CUSTOMER FEEDBACK

37. WHAT WOULD WE DO
DIFFERENTLY?
• PROJECT MANGEMENT - TIMESCALES.
• THIS CAN BE FED BACK INTO THE CAMPAIGN AS IT IS FURTHER
DEVELOPED.
• ASL INTERNAL CHALLENGES WITH RESOURCE MEANT THAT SIGN-OFF
WAS SLOWER THAN IT COULD HAVE BEEN AT EACH STEP.
• DIFFERENT EXPERTS WITHIN THE INTERNAL TEAMS HAD DIFFERENT
IDEAS OF WHAT SHOULD HAVE BEEN INCLUDED – CONFLICT
• KICKING OFF WITH DEVELOPERS SOONER REF
LANDING PAGE

38. KEY TAKEAWAYS.

39. KEY TAKEAWAYS.
• SET MEASURABLE OBJECTIVES IN LINE WITH BUSINESS GOALS.
• CHOOSE THE RIGHT CAMPAIGN & TACTICS BASED ON DATA, CURRENT
SITUATION & GOALS.
• MAKE USE OF ALL MARKETING INTELLIGENCE (NOT JUST APPS, TOOLS &
TOYS).
• COLLABORATE.
• PROVIDE VALUE FOR CUSTOMERS BASED ON DATA - DON’T SECOND GUESS
THEIR NEEDS.
• MEASURE, REVIEW, REFINE.

40. THANK YOU FOR
LISTENING.